Session

Management, Business, and Economics

Description

Pay digital televisions are private companies which offer a number of television channels in a single package against a price, by all means they do not offer only television service but high technology. The platform’s objective is to maximize their profits by rising the earnings and sales of the offered subscriptions. For this reason it is necessary for them to know to whom they are offering the service and how it is used. They have to do what in media is known as audience measurement. This is what this paper is about. First, we give an answer to the question: why the audience measurement is important to pay television platforms? We are based on foreign literature and companies experience which operate in this field. Second, we analyze the path that the audience measurement has experienced through the years beginning with the diaries, interviews, people-meter, portable people-meter until nowadays used equipment, the set top box. At each stage we analyze the problems and the advantages of each device or method used for this process. Third, we take into study and analyze the audience measurement in our country by comparing the infrastructure with European countries. Furthermore, we analyze the process and results done by an Albanian company which operates in pay television field. This concrete case study gives us the possibility to come to some conclusions and modest recommendations. The author’s work experience in statistics and in the pay television field is an advantage for our study and we hope we give our contribution in the subject. The interested parties are audio and visual operators, academics and the independent institutions that operate in this field.

Keywords:

audience measurement, financial strategies, marketing policies, technology investing, pay television market

Session Chair

Oltjana Zoto

Session Co-Chair

Luciana Koprencka

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-437-25-7

First Page

116

Last Page

123

Location

Durres, Albania

Start Date

2-11-2013 12:45 PM

End Date

2-11-2013 1:00 PM

Included in

Business Commons

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Nov 2nd, 12:45 PM Nov 2nd, 1:00 PM

The Importance Of Audience Statistics In Pay Television Market

Durres, Albania

Pay digital televisions are private companies which offer a number of television channels in a single package against a price, by all means they do not offer only television service but high technology. The platform’s objective is to maximize their profits by rising the earnings and sales of the offered subscriptions. For this reason it is necessary for them to know to whom they are offering the service and how it is used. They have to do what in media is known as audience measurement. This is what this paper is about. First, we give an answer to the question: why the audience measurement is important to pay television platforms? We are based on foreign literature and companies experience which operate in this field. Second, we analyze the path that the audience measurement has experienced through the years beginning with the diaries, interviews, people-meter, portable people-meter until nowadays used equipment, the set top box. At each stage we analyze the problems and the advantages of each device or method used for this process. Third, we take into study and analyze the audience measurement in our country by comparing the infrastructure with European countries. Furthermore, we analyze the process and results done by an Albanian company which operates in pay television field. This concrete case study gives us the possibility to come to some conclusions and modest recommendations. The author’s work experience in statistics and in the pay television field is an advantage for our study and we hope we give our contribution in the subject. The interested parties are audio and visual operators, academics and the independent institutions that operate in this field.